Case Studies

Every campaign is different. Sunday Group Management works to generate the maximum exposure and return for every scenario and opportunity.

Sunday Group establishes a plan of action based on each clients goals, and executes with consistent follow up. Campaigns utilize a range of tools, from social media to press releases to plain old handshakes and conversations with key media members. And sometimes, they utilize a case of water bottles and a race tire.  Some recent case studies:

“How much is 50 Lbs?”

original (4295020121)As part of the ever-evolving IMSA “Balance of Performance,” the series works to create better racing by narrowing the disparity between performance windows of different cars.

One way that the series does this is to add weight to the cars.

When this happened to one of our clients, we utilized a case of bottled water and one race tire. When the reporter struggled to manage it easily, that illustrated the point of how much weight and increased challenge that 50 lbs adds. 

Establishing a new racing identity: Rising Star Racing Media Launch

Rising Star Racing was formed in 2014 with dual goals: to help further the careers of talented and deserving young open-wheel drivers and create corporate sponsorship opportunities to support those drivers into the future. 

Sunday Group Management was retained to establish the profile and credibility for the effort. Launching the program with a driver announcement at the PRI show in Indianapolis generated instant recognition for the campaign as the press event was attended by key endemic media members and generated significant initial interest in the program. 

The launch was a straightforward case study of establishing goals on behalf of the client, developing a plan to reach those goals, and executing the process on behalf of the client to generate the widest scope of attention.

Audi Sport customer racing in-race updates– 2013 Rolex 24 At Daytona

As Audi Sport customer racing committed to a strong support program, which saw the legendary four rings roll right into Victory Lane at Daytona, Sunday Group was tapped to provide in-race updates for the large group of guests on hand. With the ambition of keeping everyone up to date through a  long race distance, we filmed various players (drivers, team members, etc.) to keep the guests engaged and in the know.

Here is an update from Brad Kettler, technical director for Audi Sport customer racing, during the 24:

Audi’s guests received text updates via an opt-in system that directed them to the latest updates. These video and text updates were a great way to keep the Audi guests engaged and updated as the effort proved to be a winning one, with the No. 24 AJR with Audi Sport customer racing entry leading a dramatic 1-2 for Audi.
Michael Shank Racing Wins 2012 Rolex 24
When long-time client Michael Shank Racing won the 50th Anniversary Rolex 24 At Daytona, Sunday Group set to work coordinating the massive amount of media that developed following the win as well as developing a plan to expand the media coverage of the historic win.

Overall, Sunday Group helped generate over 251 million media hits for Michael Shank Racing throughout the event.

Additionally, Sunday Group produced a compilation video of the event which can be viewed here:

In addition to coordinating the Rolex 24 winners’ media tour in the weeks after the race, Sunday Group created the following news releases surrounding the event:

Sunday Group also coordinated a story placement in Go Racing Magazine that focused on how karting helped prepare the Michael Shank Racing drivers for victory in the 24-hour endurance classic. http://www.myvirtualpaper.com/doc/Go-Racing/goracingfeb2012/2012030101/#0

Overall, Sunday Group helped generate over 251 million media hits for Michael Shank Racing throughout the event.

Patterson Vs. France, GRAND AM Trueman Award Battle
The Trueman Award came down to the final round and MSR driver Mark Patterson was in a close battle for the honor as he looked to become the first-ever two-time winner of the Award. Sunday Group conducted a campaign across various media outlets that included several releases and outreaches to target the story, a photo shoot to coordinate with Grand Am on the storyline, and worked with SPEED to create a segment for broadcast during the event that focused on the two drivers doing battle to the end of the season.

Mike Shank, “40 Under 40″
Sunday Group established a campaign that nominated team owner Mike Shank for Columbus Business Journal “Forty under 40″ Award. A successful development of his storyline, placed media stories to support the effort, and constant follow-up saw Mike pick up the award just days before actually turning 40. Timing is important, too!

(It should be mentioned that the effort here was merely teamed of course, with his actual accomplishments that were the real reason for the ability to win. It as Mike who won the award, not us…we only helped to create the opportunity and then tell the story.)

Following this up, the effort not only netted the award and story, it also helped to create further placements as the initial effort opened up a new relationship.

NASCAR MEDIA//Discovery Channel//THE EDGE

After an initial brief collaboration in January, we were able to be more fully involved with Michael Shank Racing becoming selected to be a target for the NASCAR Media coverage for the upcoming Discovery Channel program and we managed the on-site filming coordination with the team, going from in-depth coverage at the shop to a one-day test, and then through the full home race weekend at Mid-Ohio. We worked with the NASCAR Media folks for interviews, live-wiring a number of crew members, and delivering background information and story framing for them to follow through the weekend and then during subsequent events as well.